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The (Social) Rebranding / Relaunching Process

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AccelaWork is a new company but it is born out of older companies. And companies have a presence in the marketplace in terms of their public brand. So how do you let the world know you are changing your name and changing your focus?

That’s been a big question here at Slaughter Development AccelaWork. How do you tell people about the new you?

A major component of our marketing strategy is social media. And since social media happens on platforms controlled by other companies, you have to abide by the rules and policies of those systems.

For example, until recently you could not change the name of a Facebook page. Still, you can change the handy “vanity URL” only one time.

So should we change our Facebook Page, or should we create a new one?

business consultants talk rebranding

© Flickr user Guudmorning!

Likewise, we have an (old) Twitter account with just over 2,000 followers and 4,500+ tweets. Twitter DOES allow you to change your handle as much as you want. However, we felt most users would have no idea that you had made the change unless they happened to notice a message from you.

Furthermore, there’s lots of printed material with the old social media addresses floating around out there. If we just renamed existing accounts, people who had not heard about the re-brand might be directed to dead links. Or we could go and reclaim the old accounts again, but now we’re running in circles.

So what to do? We decided to create brand new accounts and invite people to follow them. We saw three advantages:

  1. Makes the rebranding process active instead passive for our followers.
  2. Only people who are truly engaged will respond. That means we can clean up our lists and focus on individuals who are most interested in the message.
  3. We get some additional buzz  for the rebrand.
That’s why we did it. What do you think?
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Robby Slaughter
Robby Slaughter is a workflow and productivity expert. He is a nationally known speaker on topics related to personal productivity, corporate efficiency and employee engagement. Robby is the founder of AccelaWork, a company which provides speakers and consultants to a wide variety of organizations, including Fortune 500 companies, regional non-profits, small businesses and individual entrepreneurs. Robby has written numerous articles for national magazines and has over one hundred published pieces. He is also the author of several books, including Failure: The Secret to Success. He has also been interviewed by international news outlets including the Wall Street Journal. Robby’s newest book is The Battle For Your Email Inbox.
Robby Slaughter

@robbyslaughter

Troublemaker and productivity/workflow expert. https://t.co/lJk8tIwe9q. Slightly more complex than 140 characters will permit.
We're on the couch in the cabin we rented for my birthday weekend. I say "hey, it's the season, why not a Christmas… https://t.co/jIYJJ9Tj7Y - 1 hour ago
Robby Slaughter
Robby Slaughter

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